.:: bory ::.

Project : Concept for new spirits
Agency : TBWA\Chiat\Day
Designers : Jonathan Huang, Bory Chung, Jason Fryer
Copywriter : Kristina Altepeter
Client : Anheuser-Busch

A Aura : A premium vodka with just a suggestion of mint that makes it cool, clean, crisp and light. This makes the vodka more versatile, yet disruptive; Aura is a contemporized vodka in contrast to others on the shelf.

B. Standard : The vodka with the incarnated soul of the dark bourbon. No pretense. No apologies. All real. With the name that says everything it is not, just to mess with your head.

C. Tiger Hill : Modern, mysterious, and exotic, this vodka is named for the highest railway station on the Darjeeling Himalayan Railway, Tiger Hill.

D. Halo : Energy drink infused with Vodka. Cap gives off glow when you twist on and off.

E. Hype : Hype, the caffeinated vodka, fuels that energy all night long. The hummingbird icon immediately suggests the feelings of fluttering, excitement, speed, and the buzz you get when you drink Hype.

F. Ripe : The label alludes to a fruit sticker that can be removed and collected. The bottle is
packed in a wooden box, much like an apple crate. And to emphasize the freshness of Ripe, it
is located in the refrigerated section.

G. Blacklist is a small batch whiskey that strays from the antiquated standards of the
Old South. It is made with a whiskey malt that is 50% rye—much more than its Southern
counterparts—giving it an uncommonly spicy character.

H. Azar is a zesty, Latin-inspired vodka and fruit liqueur, infused with an intricate blend of
sweet spices and floral essences. Azar was created as component for the casual mixologist to
play with. Mixed with your favorite red, with succulent fruits, sparkling champagne or even
chilled on its own, Azar gets the party started.

I. Awa Sake is unexpectedly versatile—it makes a bubbly martini, a fizzy margarita, the perfect mix with
fruit juice, or just a refreshing sake on the rocks.

J. Zócaló exudes excitement. The orange palette plays to the flavors cues while the aqua blue typography

is inspired by the Acapulco beaches. The distinctive blown glass orange rind at the bottom of the bottle is a refreshing substitute for the traditional tequila worm.

K. Copperhead – Inspired by the shotglass and the shell casing for a bullet, Copperhead takes beer to the next level. Each bottle comes with its own stainless steel shotglass, which also serves as the lid.

L. Flyte takes its design cues from a single drop of water. It is made entirely of glass, and comes
with a removable shot glass. Positive ion iconography is etched on the front of the bottle indicating
the potential benefits of drinking Flyte.